International Marketing Strategy : Analysis, Development and Implementation

Phillips, Chris, Doole, Isabel, Lowe, Robin

ISBN 10: 0415089859 / ISBN 13: 9780415089852

Edité par Cengage Learning, 1994

Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. N° de réf. du vendeur 39107283-6

Synopsis :

This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.

Détails bibliographiques

Titre : International Marketing Strategy : Analysis,...
Éditeur : Cengage Learning
Date d'édition : 1994
Reliure : Couverture souple
Etat : Very Good